[Li Yuan: The far-reaching influence of public service advertisements] A collection of public service advertisement slogans

Li Yuan graduated from the Art Department of Beijing Normal University with a major in film and television production. He is a fellow student with Ning Hao, Han Jie and Ying Liang. Since 1999, Li Yuan has entered the advertising industry, directed and created nearly 50 commercial advertisements and more than 30 public service announcements, and has won the highest national advertising awards several times. Ten years of accumulation and training have made him particularly fond of charity films. From the movie "Dog Angel" to "Run Out", he strives to use his unique perspective to bring a touch of emotion to the audience. The gorgeous images, wonderful camera angles, unconventional compositions, and avant-garde visual impact have also become important symbols of his works.

Inspirational stories convey grassroots spirit

"Running Out of the Sky" tells the story of Li Xiaotian, a boy who grew up in a single-parent family. Although he has a talent for running, he is often laughed at by his classmates because he is not tall. . Father Fei Xiong only hopes that his son will become a successful person and hopes that he will study hard, but he neglects his dream of running and having a mother! The big-eyed boy played by Tian Liang takes a fancy to Xiao Tian's running qualifications, takes him to participate in "Parkour Night", and lets him He regained his confidence, trained hard, and realized his racing dream.

There was once an advertising slogan that said: "Don't let your children lose at the starting line." This sentence is also the source of inspiration for the film's screenwriter and director Li Yuan. During the creation, Li Yuan often recalled the childhood memories of himself and his friends. He refined, summarized and detailed the things he encountered when he was a child, so that they could be reasonably displayed on the protagonist Li Xiaotian, and he strived to let the audience see in the film to the shadow of my childhood. He also hopes to tell the children through the film: they must strengthen their confidence, muster up courage, and move forward. Losing at the starting line does not mean that they cannot win the final victory. Whether in life or in competition, the process is the most critical.

This public welfare film not only received zero-pay support from many stars in the sports, film and television industries, but the investors also donated all the box office proceeds to the Hope Primary School in the mountainous area, so that the children there can eat Get a "free lunch". The preparation time for the whole drama from planning to start-up was only one month. During this period, the choice of the protagonist Li Xiaotian was still undecided until a little boy named Miao Yaning walked into the crew. The simple and unpretentious appearance and his hopeful eyes made the director immediately identify him as Li Xiaotian, and the facts proved that the director's decisive choice was correct. Miao Yaning is a very talented young actor and can endure hardships at work. A scene of catching a thief in the film made all the staff present sweat for Miao Yaning. This scene was completed in Caochang Hutong, Beijing. The alley is narrow. The actors ran quickly on the roof while paying attention to the high-voltage wires on the roof. Such a difficult action was extremely unsafe. Although Li Xiaotian's performance was joined by a stuntman from a martial arts school, some close-up scenes were completed by Miao Yaning and Diaowei Ya himself. It was a great test for him both in terms of physical strength and endurance, and this section is related to "Big Brother" "Eye Boy" Tian Liang's wonderful cooperation in the scene won a lot of applause from the audience during the screening.

All the staff in and outside the play continued the spirit of sports competition, making the dream of this warm comedy sublime step by step. Most of the film's scenes were shot outdoors. In Beijing in December, the cold wind was biting. All the members of the crew were dressed in three layers inside and three outside like wrapped rice dumplings. Their bodies were subjected to great tests. Recalling the weather during the filming of the movie "Return of the Carbage" in Beijing last summer, director Li Yuan had a deep understanding: "The shooting process of the two films was simply like 'ice and fire', and the work of the film crew is like this, always They endlessly shoot night scenes, endlessly fight for daylight, apply ice packs when they are hot, and put on warmers when they are cold, but no matter which crew member they have, the only thing they have in common is their lack of sleep. " A few short sentences reveal the hardships and sadness of film practitioners, and even more so the "hard-won" nature of this charity film.

Memories of the debut film

Everyone has many firsts, but the first time is nostalgic, just like every director will be fond of his screen debut. There are different levels of memory. The movie "Return of the Carbine" is Li Yuan's first screen debut written and directed. It is also his first commercial film, and it is also the first time that he has the honor to work with an A-list star.

It was not easy to shoot the whole movie, it was like a cruel war. Under the premise of limited conditions and tight time, being able to complete the shooting task on time is the greatest victory for Li Yuan. The film tells the story of Li Zhenmu (played by Simon Yam), a master of painting who retired from the world, and accidentally became the "prey" in the eyes of everyone: the sexy beauty Min Yue (played by Yi Nengjing) threw herself into his arms. When Li Zhenmu was in full bloom, However, he discovered that the drunkard's intention was not to drink. The unexpected appearance of his long-lost daughter made Li Zhenmu feel warm in his heart. However, his biological flesh and blood traveled thousands of miles to find his father in order to put him to death. All of this stems from a priceless ancient painting and an unparalleled legend from the Tang Dynasty. Every bit of the creation is still fresh in Li Yuan's memory. Among them, he painstakingly thought about the title of the film, such as "Stealing Nie Yinniang" and "Nie Yinniang Plan." However, the three words "Returning Carriage" came naturally and accidentally. Even Li Yuan himself thought that the title of the film was an inexplicable coincidence with the theme.

Recalling the initial experience of selecting actors, Li Yuan sighed and sincerely thanked actor Simon Yam for his strong support. With the film less than a month away from filming, all the actors have not yet been finalized, especially the male lead Lee Jung Mok. When he learned that actor Simon Yam was filming the movie "Watchmen: Guilty Lost" at Wang Zuo Film and Television Base in Beijing, Li Yuan couldn't help but came to the crew immediately, trying to meet Simon Yam, talk to him about his script, and hoped that he would Being able to join the film and star in the male lead Li Zhenmu, in order to allow Simon Yam to read the script of "The Return of the Horse" as soon as possible, Li Yuan re-typed the script in traditional Chinese that night and expanded the font size to size 4, hoping that Yam Dahua would be able to read it comfortably.

During the hour-long conversation with Simon Yam, Li Yuan nervously told him the story outline, shooting techniques, and final expectations of the film "Return of the Carbine". All he got in the end was: "Give me three days." Looking at the script, if my schedule is only 18 days, do you dare to use it?" Li Yuan replied without thinking: "I dare to use it, no problem." For the male lead in a film, 18 days is a long time to shoot. Time was definitely a challenge. Soon, Li Yuan received a call from Simon Yam. He had read the script and agreed to star in the film. After that, Simon Yam returned to Hong Kong. "I had no idea what he was going to do when he went back. When I learned that Simon Yam won the Best Actor at the 29th Hong Kong Film Awards for his movie "The Thief of Time", I was excited and confused. I was afraid that he would give up and become the best actor. Li Zhenmu in "Return of the Horse" was even more afraid of an increase in his salary. But all worries were eliminated the day after Simon Yam won the title of Best Actor. Simon Yam personally called Li Yuan and told him that he agreed to all the conditions he had negotiated before. Playing the role of the male protagonist Li Zhenmu, he joked that this would be a new experience for him.

Li Yuan is a person who dares to dream and pursue dreams. He spent his childhood on the Zhoushan Islands in the East China Sea, Zhejiang. He would go to the video hall to watch movies, four movies a week, including the earliest old Shaw Brothers movies, kung fu movies, gun fight movies and other Hong Kong movies. When he was in the second grade of elementary school, entering the entertainment industry became his pursuit. , but he didn’t understand what was going on in the entertainment industry. As he grew older, he began to pay attention to the names of the directors of each film, and often compared films of the same type. So when he was in the first grade of junior high school, he became a director.

The Zhoushan Islands are remote. In the late 1980s, there were only two ways for Li Yuan to learn about movies. One was to watch movies in a video hall, and the other was to learn about movies from his aunt. "Popular Cinema" magazine brought from home: If the video studio is Li Yuan's first teacher, then "Popular Cinema" is a bridge between him and movies. By reading every issue of "Popular Cinema", Li Yuan has an understanding of the film and television industry. With the most intuitive understanding, it is no exaggeration to say that he was finally admitted to the Art Department of Beijing Normal University. It was because he saw a piece of news in a magazine that he signed up for the exam.

After graduating from college. Li Yuan came to Beijing China Film Federation Advertising Co., Ltd. for an internship after being introduced by Mr. Zhou Kun. The producer boldly hired new people, and Li Yuan’s literary talent was also appreciated by her, starting from planning and writing creative ideas to directing filming and post-production. Production has given him more opportunities to practice film and television proposition creation as he just left school. He cherishes every exercise and constantly asks questions to accumulate experience for himself in making movies and becoming a director in the future. Filmmaker: "When can we make a movie? How great it would be to make a movie!"

Li Yuan had a dream and persistently pursued an opportunity. After being introduced by a friend, he came to Harbin. A digital film crew, in just 20 days, Li Yuan shot two digital films "Niu Dalei, the Northeastern Cook" and "Don't Cry, My Beloved", finally fulfilling his childhood dream of directing. Everyone was full of praise for Li Yuan's work ability

Li Yuanchang said: "No matter what work you do, it is a learning and accumulation process for you. Even if you look back on your own works to summarize your experience and see your own shortcomings, This is also an improvement in ability. "The materials shot in his works hardly require too much editing, and the films he directs will more or less reveal the public welfare complex. These production experiences are attributed to his ten years of creative accumulation of shooting commercial advertisements and public service advertisements, which enabled him to learn The storytelling technique that attracts the audience in a short period of time also makes him handy in post-production.

Pictures for this article are provided by Li Yuan

Editor-in-chief Feng Mei